AD TECH AND MARTECH

Integral Ad Science Enhances Context Control for Advertisers and Publishers Globally

Integral Ad Science | December 03, 2021

Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today announced the expansion of its Context Control solution for advertisers and publishers globally, giving customers more control over the context of digital ad placements.

We first launched Context Control to help our customers transform their targeting strategies, and it's already prepared them to successfully navigate a cookieless future. Advertisers need these critical tools to customize their campaigns, while publishers need to drive greater monetization. With strong response from both buyers and sellers, we've continued to build on the success of Context Control, delivering even more value and technology that helps solve for the future growth of contextual targeting."

Lisa Utzschneider, CEO, IAS.

Brand risk continues to be a global challenge, according to the latest IAS Media Quality Report, and more programmatic buyers are activating Context Control within top DSPs to navigate these issues. Advertisers can now leverage more than 300 contextual segments from IAS on a pre-bid basis to avoid undesirable content or target towards content that is suitable for their campaigns. Major DSPs including Adelphic, Adform, Amobee, MediaMath, Xandr, Yahoo, and others have integrated Context Control, making these tools readily available for advertisers wherever they choose to buy. By activating Context Control, advertisers can see a significant decrease in block rate, a 36% decrease in cost per click, and a 19% decrease in cost per acquisition in a recent campaign.

Now available globally, IAS also offers Context Control Optimization for publishers. Working with IAS, publishers can now maximize their revenue potential by matching contextual settings with an advertiser's brand suitability needs. Publishers can now activate Context Control segments directly in their ad servers to avoid or target towards contextually relevant content. This builds on existing smart inventory classification and packaging capabilities available for publishers. With IAS's Context Control Optimization, publishers can generate a greater return on inventory, delivering a 20% lift in CPMs and a 120% lift in clickthrough rates in a recent activation.

"Context Control Optimization has proven to be an incredibly effective tool to classify our inventory and deliver better contextual targeting options for brands," said Leigh Horton, Head of Ad Operations at Insider. "Working with IAS, we now provide our advertisers with even greater control over content suitability across their campaigns so that we can deliver on their KPIs."

About Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people, in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world's leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009 and headquartered in New York, IAS works with thousands of top advertisers and premium publishers worldwide.

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AD NETWORKS

Looka Inc. Designs Winning Ad Strategy with Microsoft Advertising

Looka Inc. | October 07, 2022

Looka Inc., a leading AI-powered design platform further establishes its online advertising strategy through multi-media ads with Microsoft Advertising. Looka users currently face a significant challenge of building awareness among targeted audiences – and with the value of search advertising continuing to grow, multimedia ads can help a brand communicate its value, amplify product discovery, inspire action, and build brand loyalty through rich ad format. Microsoft introduced multimedia ads in 2021 – a responsive ad format to effectively combine headlines, descriptions, and images, by delivering attention-grabbing large visual ads. “For a logo design and branding company like Looka — where visuals are a key selling point — Multimedia Ads from Microsoft Advertising have proven to be an effective addition to our acquisition portfolio,” said Matthew Sison, Growth Manager, Looka. “Not only do they take up more real estate in the search results page, which allows us to showcase our customers' beautiful logos, but they drive fantastic business results.” The impact of this strategic partnership has been significant – after adopting the visually attention-grabbing Multimedia Ads, Looka has seen a 200% increase in return on ad spend and the ads now account for 25% of revenue generated by Looka’s customer acquisition campaigns. "It's been exciting to partner with Looka," Says Vi Nguyen, Sr. Product Marketing Manager of Microsoft Multimedia Ads (MMA) "It's been exciting to partner with Looka," Says Vi Nguyen, Sr. Product Marketing Manager of Microsoft Multimedia Ads (MMA), “Through our partnership, Multimedia ads have helped Looka stand out and get noticed allowing them to enrich their brand storytelling.” Since its inception in 2016, Looka has generated over 200 million logos for its users and has since built a business name generator, print shop, website builder, domain registrar, and a complete marketing stack: Brand Kit. Looka’s Brand Kit subscribers can now get $250 in multimedia ad credits when brands spend $50. Learn more on how you can design a custom logo and market your business: Looka: How it Works. About Looka Inc. Looka is an AI-powered logo maker that provides business owners with a quick and affordable way to create a beautiful brand. Since launching as Logojoy in 2016, the company has served over nine and a half million people in 188 countries. Looka provides businesses with logos, social media assets, business card designs, and websites. Learn more at www.looka.com.

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DISPLAY ADVERTISING

Hivestack and Quotient Partner to Connect and Enable Global Programmatic Digital Out of Home (DOOH) Campaigns

Hivestack, Quotient | November 23, 2022

Hivestack, a world leading, independent, programmatic digital out of home (DOOH) ad tech company, today announced a strategic partnership with Quotient, a digital promotions and media technology company that powers out of home (OOH) sales, planning, measurement and programmatic buying with its location-based Demand Side Platform (DSP). The partnership will see Quotient and Hivestack connect their leading technologies to enable premium, programmatic DOOH cross-channel media campaigns on a global scale. Bruno Guerrero, Chief Operations Officer at Hivestack commented, “Our partnership with Quotient is a natural evolution for our business as we further pursue our mission to drive programmatic DOOH innovation for buyers through access to our world-leading Supply Side Platform (SSP)." Bruno Guerrero, Chief Operations Officer at Hivestack commented, “Our partnership with Quotient is a natural evolution for our business as we further pursue our mission to drive programmatic DOOH innovation for buyers through access to our world-leading Supply Side Platform (SSP). With this partnership, we have opened up the possibility for Quotient advertisers to access the largest network of premium DOOH inventory across the globe.” All advertisers using Quotient’s omnichannel DSP can now activate DOOH screens via Hivestack’s SSP which has the potential to generate a total of 473bn impressions via the leading DOOH publishers across the globe. Advertisers can activate campaigns on multiple premium environments including large format billboards, transit screens in subways, rail and bus stations, airports, cabs, gas stations and electric vehicle charging points. Advertisers can also reach audiences through multiple place-based environments, including gyms, cinemas, university campuses, bars, nightclubs and more. Norm Chait, Senior Director and OOH Practice Lead at Quotient added, “We are very excited to partner with Hivestack to help support the great momentum we’re seeing in programmatic DOOH. As a supply agnostic DSP for DOOH, we want to ensure our clients have the ability to activate campaigns via any SSP partner they choose. Hivestack’s extensive access to global supply further expands this ability by providing our agency partners and their blue-chip clients with access to data-driven solutions in critical markets outside of the U.S.” The partnership between Hivestack and Quotient comes at a critical time for the channel, with global DOOH ad spend projected to increase from $6.7BN in 2019 to $15.9BN in 2027 (Source: Statista Research Department, September 2022). This scaled growth is in no small part due to the technology and innovation that has evolved the channel, allowing buyers to reach audiences with greater precision and media owners to generate additional revenue on top of their existing income. In 2022, 76% of global advertisers planned to increase spending on DOOH, and in the US alone, that figure was estimated at 56%.

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PROGRAMMATIC ADVERTISING

Hivestack Launches Full Programmatic Digital Out of Home (DOOH) Operations in Brazil

Hivestack | September 17, 2022

Hivestack, the world’s leading independent programmatic digital out of home (DOOH) ad tech company today (September 15th, 2022) announced the expansion of its LATAM business with the launch of operations across Brazil. Now for the first time, brands, agencies, omnichannel demand-side platforms (DSPs), and media owners - both in the country and globally - can access the Hivestack platform and suite of solutions to plan, activate, measure, and drive revenue from programmatic DOOH campaigns in Brazil. To coincide with its launch, Hivestack has onboarded several Brazil-based media owners including Clear Channel Brasil, onboarding 100% of its DOOH inventory in major cities across the country via the Hivestack supply-side platform (SSP). Clear Channel Brasil will be able to monetise their premium DOOH inventory by connecting to a worldwide pool of advertisers in real-time. As part of the expansion into Brazil, Hivestack has also partnered with leading media buyer Matterkind Brasil to launch campaigns in the market. Andreas Soupliotis, CEO & founder of Hivestack said, “We are excited to announce our Brazil market launch to accelerate the adoption of programmatic DOOH across Latin America. We’ve already seen incredible success in other markets across the region and look forward to utilising our full stack platform to drive growth in this new market.” Andreas Soupliotis, CEO & founder of Hivestack said, “We are excited to announce our Brazil market launch to accelerate the adoption of programmatic DOOH across Latin America. We’ve already seen incredible success in other markets across the region and look forward to utilising our full stack platform to drive growth in this new market.” Tom Motmans, CEO Clear Channel Brazil and president Clear Channel LATAM added, “Clear Channel has been at the forefront of programmatic DOOH in Brazil and we are delighted to partner with Hivestack. ​​We followed the development and growth of this market, understanding the importance of an omnichannel strategy and all the benefits that DOOH can deliver to the marketing mix. We are thrilled to make our inventory available on the Hivestack SSP to work together and look forward to solidifying and leveraging even more in this market." “Matterkind Brazil's alliance with Hivestack means the opportunity to grow in one of the main markets in LATAM with innovation, competitive technology, business strategy, and allow us to continue evolving to deliver better results to our clients” commented Jazmin Argüelles, addressable product lead ATV & AOOH, Matterkind LatAm. Brazil represents a strong market for the OOH industry responsible for 30% of total OOH ad spend globally and with further digitisation of screens, along with the growth of ad technology such as programmatic, DOOH advertising expenditure in Brazil will see a significant rise with projections of reaching USD$160m (£139m) by 2023. Launching its full programmatic DOOH operations in Brazil, Hivestack will ensure marketers are now able to utilise data-driven targeting precision, agile buying models, and unprecedented audience measurement capabilities to drive further growth for the channel in 2023 and beyond. About Hivestack Hivestack is the largest independent, global, full stack, marketing technology company that powers the buy and sell-side of programmatic digital out of home (DOOH) advertising. On the buy side, marketers use Hivestack’s Demand-Side Platform to create measurable campaigns that activate DOOH screens in real time based on consumer behaviour and audience movement patterns. On the sell-side, DOOH media owners use Hivestack’s Supply-Side Platform & Ad Exchange to attract programmatic revenue. DOOH media owners can also use Hivestack’s Ad Server to power audience-based, directly sold campaigns.

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ADVERTISER PLATFORMS

VIOOH Announces Partnership With Leading French Media Owner, DOOHYOULIKE

VIOOH, DOOHYOULIKE | December 05, 2022

Today, VIOOH, the leading premium global digital out of home (DOOH) supply side platform, announced a new partnership with the leading media platform in convenience stores, DOOHYOULIKE. Utilising VIOOH’s premium supply side platform, and with access to DOOHYOULIKE’s market-leading OOH inventory, this new partnership will allow more advertisers to create high-impact, data-driven, and efficient DOOH campaigns across convenience stores in France. “It’s an exciting time for the digital OOH market in France and we’re delighted to be partnering with DOOHYOULIKE to help continue the adoption of programmatic digital OOH in this market,” said Natalia Escribano, Chief Commercial Officer at VIOOH. “By combining DOOHYOULIKE’s leading retail inventory with VIOOH’s programmatic capabilities, we will enable brands to create highly targeted, flexible, and measurable DOOH campaigns across convenience stores in France. This offering also enables brands to tap into the shopper audience - who are already in the mindset to buy and have a high average time spent shopping - making this offering extremely desirable from a programmatic perspective due to these highly sought-after audience segments,” added Escribano. DOOHYOULIKE has over 2000 screens across over 1000 stores in more than 300 cities across France. The locations selected are the most profitable stores in high commercial density areas, as close as possible to where people live and work. The screens are also located close to products so that they are seen at the decisive in-store moments. You can read more about DOOHYOULIKE’s market-leading DOOH inventory here. “The partnership with VIOOH is a great opportunity for DOOHYOULIKE to allow more French and international advertisers to reach their urban consumers as close as possible to the act of purchase,” said Fabrice Guez, Co-founder at DOOHYOULIKE. “The partnership with VIOOH is a great opportunity for DOOHYOULIKE to allow more French and international advertisers to reach their urban consumers as close as possible to the act of purchase,” said Fabrice Guez, Co-founder at DOOHYOULIKE. Last month, VIOOH released its ‘State of the Nation: Programmatic DOOH report’ for France, which surveyed agency and advertising executives on their perceptions of the programmatic DOOH industry. The report showed that the majority (99%) of French media professionals set to retain or increase investment in programmatic DOOH in the next 18 months - showing that the future of programmatic DOOH in this market is looking strong and it’s a big opportunity for the OOH industry. About VIOOH VIOOH is a leading premium global digital out of home supply side platform. Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 17 countries, with more to follow. About DOOHYOULIKE Created in 2018, DOOHYOULIKE is the first DOOH indoor media platform in France. DOOHYOULIKE’s mission is to provide advertisers with a relevant and responsible digital support for creating proximity with their urban consumers. Currently focus on maximising brand efficiency and delivering ads at the right moment in convenience store DOOHYOULIKE tends to expand its area of influence.

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Spotlight

Video advertising has become the preferred form of content among most shoppers. Our solution specialist, Kimmie, explains how you can leverage this highly popular ad format to drive revenue across all of your online display campaigns.

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